Mark Benson, chairman of APCO Insight® in Washington, D.C., provides survey research, message development and strategic communication services to corporations, trade associations, governments and issue-based coalitions on public policy campaigns. APCO Insight is the opinion research and message development arm of APCO Worldwide.
APCO Insight specializes in research-driven communication strategies and brand positioning. On the communication side, Mr. Benson’s strategic counsel has informed corporate initiatives in 40 countries, in addition to extensive work in the United States. In the world of brands, some of the world’s leading companies rely on Insight research to evaluate the position of their brands with key audiences and to develop brand communications that enhance consumer relationships.
At APCO Insight, Mr. Benson leads a team of highly skilled research professionals who offer a full range of research and consulting services across the globe. All APCO Insight staff researchers have post-graduate degrees in survey research methodology and adhere to APCO Insight’s high standards for methodological rigor and for producing actionable outcomes for clients.
Under Mr. Benson’s leadership, APCO Insight has developed several well-regarded proprietary research tools to help corporate and brand communicators develop messages that have real impact with their respective audiences. These peer-reviewed research protocols include Emotional TriggersTM a process of identifying and isolating the emotional relationships consumers have with brands, and Reputation Modeling, a research tool to describe the factors that drive corporate reputation and their relative impact on a company’s image.
Mr. Benson is a member of the American Association of Public Opinion Research and ESOMAR, the European research association.
Mr. Benson has received four "Pollie" awards from the American Association of Political Consultants for initiative campaigns and for communications initiatives. He is a frequent lecturer on communications strategy for businesses throughout the nation and formerly served on the faculty of the Krieble Institute’s overseas program, where he conducted training programs and provided consulting support for reform parties and candidates throughout Eastern Europe and the former Soviet Union.